The chosen company is Air Canada and the report is about the audit of the company's online presence as well as the report also provides brief information on what the company is doing and what kind of services they are providing. But the main focus of the audit report is to provide a brief auditory analysis of the organization’s online presence. In the report, a comprehensive review of the keyword is performed to identify the relevant keywords of the websites of the organization as well as to recognize the rank the company website has online. Furthermore, the landing page evaluation is also provided which provides a piece of comprehensive information on the particular entered keywords in the search engine are good or not. In the simple word, the landing pages which shows the results after entering or input the special keywords, whether they are showing the relevant information, take to the desired webpage as well as showing the relevant data on the landing page or not. If the landing page after entering and searching the keywords show the relevant as well as appropriate information on the landing page, the keyword result for the particular page which is showing the relevant data is considered as good. While on the other side, that landing page is not showing the appropriate results or the desired results on the webpage, is considered as bad. In short, the main focus of the landing page evaluation is to check and observe the relevance of the landing page, its content, the tags, the trust symbols as well as the market segment reached.

Furthermore, the usability of the website of the organization is also evaluated in this report which provides significant information whether the layout of the website is familiar with the user in the sense showing the appropriate data or not. The website health tells how effective this website is on the internet as well as how trustworthy it is on the internet by using SEMrush and any other search engine optimization evaluation tools. The broken links, as well as the duplicate pages, will also be checked manually. The backlink with the use of the SEO tool is also checked to calculate the overall backlink quality as well as quantity, as well as the competitor also checked. The main interesting task in the report is to review the speed of the webpage of the organization, the review of the social media, the brief analysis of the reputations is also discussed. In the last, some recommendations are also given. In conclusion, a summary is also given in which provides a quick overview of the audit report as well as the key points or information that will make the reader what the whole report is saying.

Keyword Review of SEO audit for organizations

In the keyword review, a large number of keywords are found by running SEMrush. The report generated by SEMrush on the keywords is showing that the website of Air Canada (https://www.aircanada.com/us/en/aco/home.html#/) has around 297.3k organic keywords. The SEO tool is showing two tables sides by side. The name of the left table is the top organic keywords as well as the name of the right table is top the position changes. Both tables are showing the keywords which are mostly searched by the users of the website. There are a lot of keywords in the complete lists of keywords. The organic keywords which are mostly used to search the particular things within the search engine are; air Canada, aircanada, air Canada check-in, air Canada flight status, air Canada booking as well as air Canada flights. Most interestingly, these are all keywords that are currently used to search the relevant information through the search engine.

TOP Organic Keywords of SEO audit for organizations

The SEMrush report on the organic keywords shows that most of the users like to search or to have the appropriate information with the keywords as air Canada, as well as air Canada, check in, regarding the services of Air Canada. Each keyword has its own position, difference, volume as well as traffic. The keyword air Canada has a volume of the 368,000 as well as has the traffic of 23.50% while the volume of “the air Canada check in” is 74 K and the traffic is 4.72%. On the other side, another keyword "air Canada flight status" is having a volume of 40,500 and the volume is 2.58%.

Figure 1 Top Organics Keywords of SEO audit for organizations

Top Position Changes of SEO audit for organizations

In the second table, the data is different than the organic keyword table. The second table is showing the new keywords which are currently positioned for search the relevant website as well as showing the relevant data. SEMrush also found some other new keywords which are searched by the users as well as placed by the company. The new keywords the tools the has identified are mentioned as “air canada check in” as well as “booking customer service”. The keyword “air Canada check in” has the 4 positions and the status of this keyword is new with the volume of 74,000 as well as the traffic is 0.70% while “booking customer service” has the position 7 with the new status, having volume of 6,600 as well as the traffic of this keyword is 0.03%.

Figure 2 Top Position Changes of SEO audit for organizations

In the lost the tab, the table of the top position changes are also showing some sort of data with some keywords having with the lost status. The “package deals to maxico city” is a keyword which shows the postings are 85 with the lost status, having a volume of 20 as well as have very poor traffic -0.01%. The “best western plus city center ville Quebec city qc” is a keyword which shows the postings are 66 with the lost status, having a volume of 30 as well as have very poor traffic -0.01%. The “la madeleine gift card” is a keyword which shows the postings are 91 with the lost status, having a volume of 140 as well as have very poor traffic -0.01%. The “tsa precheck online” is a keyword which shows the postings are 12 with the lost status, having a volume of 110 as well as have very poor traffic -0.01% and other several traffics which are below the 0.01%.

Figure 3 Top Position Changes 2 of SEO audit for organizations

In the improved list, the table is showing those keywords which had low ratings but after performing some marketing strategies as well as performing the search engine optimization (SEO) activities, the traffic of the keywords is improved. Furthermore, the keyword "booking phone number" is an improved list that has 15 positions and has an approach at the 11 positions and the rank of this key is improved. The keyword jumps up and got 4 steps improvements with the heavy and appreciated volume of 5400 along with the 0.03 traffic. The keyword “carry on bag size" is an improved list that has 44 positions and has an approach at the 12 positions and the rank of this key is improved. The keyword jumps up and got 32 steps improvements with the heavy and appreciated volume of 14,800 along with the 0.02 traffic. This keyword was very low in the list but it is improved now as well as has improved the improvement position.

Figure 4 Keywords Improvements of SEO audit for organizations

Landing Page Evaluation of SEO audit for organizations

Keyword Results of SEO audit for organizations

In the landing page evaluation of the website of the Air Canada organization, first of all, the keywords are entered into the Google search engine to see the keyword relevancy with the showing links on the web browser page. There are several type of keywords found during the review of the keywords. The most of the keywords are those that are used by the users of the website who are willing to travel by Air Canada to other local areas or cities as well as to other countries or those who are willing to send packages or luggage from the company’s cargo service. some keywords for the evaluation of this website’s relevancy including the main purpose of the keyword, content, website tags as well as the reached market segment, was entered in the search engine. By giving input of the special keywords in the search engine such as “air Canada cargo opens”, the search engine of Google provided the results related to this keyword as well as the results of the Google search engine were really amazing because the very first link was the Air Canada website which was showing the exact the information. In simple words, the Google search engine found the specific website page of Air Canada for shipping the parcels, packages and or another kind of cargos which is shown below.

Figure 5 Landing Page Evaluation of SEO audit for organizations

Furthermore, most interestingly all the other links are showing the particular cargo services of Air Canada. These all pages on the Google search engine also providing related tools as well as the questions answers facility links for the customers of Air Canada. These are the basic results which are showing how relevant and actual information on the website of the company is right now. It means the company takes the activities of the search engine optimization very serious to produces more users of Air Canada as well as to grab the high market share and it also has the strong competitive advantage of this website. These are the results that are completely relevant to the keywords which entered in the search engine.

Landing Page Relevancy of SEO audit for organizations

After clicking on the topmost link of Air Canada, the browser take on the cargo page of Air Canada where a number of big and small thing analyzed to check the relevancy this website’s landing page such as what the tab of the webpage is showing, the logo of the website, the relevant tag as well as the content of the page. The tab of the website is showing exact link information along with the small logo of the company, the official website logo is also telling that the user or customer is at the right website page. On the right side of the logo of the company, three dropdown buttons are shown which are verifying that the customer can select the time for the flight to send the package of the shipment through Air Canada as well as he can also track the shipment.

Figure 6 Landing Page Relevancy of SEO audit for organizations

The screenshot of the website page of Air Canada cargo is clearly showing the relevancy with the entered keyword into the search engine. So, the final result is in the relevancy of the keyword is positive and passed. No doubt the organization has worked on the link keywords for improvements into the marketing very well.

Segments of customers of SEO audit for organizations

In the analysis of the customer segments, the company is like to grab take all of its old customers or travelers. The company has segments of the customers on the basis of their personal interests. So the company has classified into the five groups such as the budget-conscious customer, urgent customers who want the flight services immediately without wasting time, the loyal customers who can pay more to take only Air Canada’s services, the old customers as well as the businessmen. The company is providing the quality services them effectively as well as they are satisfied to have services of the organization. The company in the special moments or for the particular time offers the deals to its customers who are price conscious because they cannot spend their money to take the flight. It is because some of them have the mentality that they need to do the save money by having cheaper services. So, the company has introduced some deals for them to hold a strong grip on them. The urgent customers of the company cannot wait for the next flight, so the company offers some special seats for them on the flight because some customers may have any kind of emergency. The loyal customers are the basic pillar or the base of the organization’s business as well as the company is very caring about these customers because they never let them go towards other competitors. So, Air Canada providing as well as offers extra services and benefits to encourage them to have the services of the company. The old customers of the company are those who are loyal to the company but they do not take its services consecutively or it may choose Air Canada only when they want to go to the other regions. The businessmen are the prospective buyers of the company because they mostly choose a business class as well as they pay extra money to have the services of the company. Air Canada is also conscious of these customers because they are the most valuable. The company introduced the business and executive class flights for them for the provision of more comfort as well as quality services.

Information that the customer segments looking for of SEO audit for organizations

The piece of information that seek by the customers when they visit the official website of Air Canada is varied. The reason behind this is due to those customers have their own purpose which has made them visit the website. Different segment presents the different purpose, and thus, there will be different types of information that they seek for from the official website of Air Canada, whether they want to see the promotions, seeking for the direct flights' information, the features provided by the flight services, and many more.

As mentioned above, the segments of customers of Air Canada are divided as:

· The budget-conscious customer

· Urgent customers who want the flight services immediately without wasting time

· The loyal customers who can pay more to take only Air Canada’s services

· The old customers

· The business persons

The type of information that each segment of customers usually looking for regarding Air Canada is explained below.

The budget-conscious customer of SEO audit for organizations

In the segment of budget-conscious customer, the customers typically search the information regarding the price, discount, promotion, along with the service provided as well. The reason is due to the budget-conscious customers are usually come from the low-income earners, who simply aim to get the cheaper price available from Air Canada flight services.

Urgent customers who want the flight services immediately without wasting time of SEO audit for organizations

As the customers included in this segment want to get the flight service immediately, they would seek for the type of information on the direct flight services provided by Air Canada in accordance with their schedule. Unlike the budget-conscious customers, this type of customer would not focus on the cheap or expensive cost of the flight tickets. Instead, they would prefer to seek the pieces of information for the fastest route and direct flights provided by Air Canada without wasting more time.

The loyal customers who can pay more to take only Air Canada’s services of SEO audit for organizations

As for the name, the loyal customers represent to the customer who might have been using the services provided by Air Canada for more than once. These types of customers would typically have already acknowledged with the normal flight services provided by Air Canada. For this reason, these types of customers would rather seek for the pieces of information regarding the latest features of services provided which might be in the context of the new routes, the new business lounge accessories, the new in-flight food, the new check-in requirements, the new entertainment features, or many more. In addition to this, due to the fact that these customers are the loyal ones who have been frequently using the flight services of Air Canada, then they would also typically provide their feedback to the company, whether online or directly to the flight staff.

The old customers of SEO audit for organizations

The old who wants to do their travel by the airline will definitely seek for the piece of information regarding the food, the lounges’ features, along with the check-in policies. The reasons are due to:

· The old customers want to have a comfortable and memorable flight experience which probably more than the business persons

· The old customers will absolutely desire to have in-flight food provided by Air Canada that suitable for their diet or will not give a bad effect on their health

· The old customers definitely do not want to carry on their suitcases along with the flight. For this reason, these types of customers would typically seek information regarding the check-in policy or requirements from Air Canada.

The business persons of SEO audit for organizations

The type of information that would be observed by the business persons are typically regarding the services provided by Air Canada on its business lounge, and also the direct flights to their end destination. The reasons are due to:

· The business persons who naturally book for the business lounge will seek for the entire information regarding the features provided by Air Canada on its business lounge. The features that might be considered by the business persons are such as the Wi-Fi facility, the convenient seat to support them working with their laptop while they are in-flight, the ambiance presented by the business lounge since some business persons would also do their work on the airplane, and thus, they definitely would seek for the most convenient place for it.

· The business persons would also seek direct flights due to they have to meet their business schedules. For this reason, every time they visit the official website of Air Canada, they definitely will seek for the detail information regarding direct flights provided by the company. This point also would be the consideration of those business persons to become loyal customers of Air Canada as well. The more direct flights provided by the company, the more frequent customers would use and refer this airline company.

Usability of SEO audit for organizations

The page layout presented by Air Canada enables the customers to get the information they need easily and also support each segment of its customers to move toward conversion as well.

As we can see from the image above, the page layout of its official website helps the customers to tap into various options that they seek for, from the flights, vacations, flight passes, hotels, cars, my bookings, check-in, and also check the flight status as well.

Trust Symbols of SEO audit for organizations

An explicit trust symbol that I have incorporated from this website is from the symbol of the award achieved by Air Canada presented on the bottom line of its home page like the image below. On the other, an implicit trust symbol from this website that I have incorporated is the way the home page presents some images of customer satisfaction.

Website Approaches of SEO audit for organizations

Furthermore, the official website of Air Canada which presented in great layout and images straight away answer the question “What are you offering” and also “Why should I pick you?” with the fact that the home page which directs the customers to the ‘Offers’ options as soon as they land on the home page. The home page also has guided the customers on “What do you want me to do next?” by presenting step-by-step to book the flight.

Another Landing Page of SEO audit for organizations

Besides the home page, the flight status information comes up as another landing page for anyone who browses for Air Canada.

When we click on the second link of the landing page, then we will directly be sent to the ‘Flight Status’ page. This means that Air Canada has optimized the URLs, the metatags, and title tags to make the customers easier in searching their flight status. Furthermore, the figure below detailed how Air Canada has optimized its on-page SEO.

However, it appears that Air Canada has not optimized its Alt attribute as mentioned from the figure below.

Site Health of SEO audit for organizations

In the context of site health, the browsing research has confirmed that the official website of Air Canada has never been blacklisted for any type of issue.

Figure 7 Site Health

Backlink review of SEO audit for organizations

The backlinks review of the Air Canada website is excellent as presented in the figure below.

Figure 8 Backlinks

Page Speed Review of SEO audit for organizations

Page Speed review for the official websites of Air Canada has presented a quite low score, which is only 54% in the PageSpeed score and 46% in the YSlow score.

Figure 9 Page Speed

Social Media Review of SEO audit for organizations

The social media review for the official website of Air Canada has presented that the company has been engaging social media very well and its homepage is widely shared on Social networks. However, it appears that Air Canada has not engaged in Facebook page and also Instagram platform. Therefore, this airline company could consider these two platforms to extend its customer ranges.

Figure 10 Social Media

Reputation Analysis of SEO audit for organizations

In the context of reputation, from Google Alert, we can see how Air Canada’s stock has mentioned in one news as the top pick or option due to its great success. Another news also has presented the reputation of Air Canada by listing the airline company as one of the airlines without hand-baggage weight restrictions.

Figure 11 Reputation

Conclusion and Recommendations of SEO audit for organizations

So far, Air Canada has been presenting well in its performance related to its website performance. However, from the report above, it is suggested to Air Canada to extend its Social Media engagement to support its marketing campaign. In addition to this, Air Canada also needs to improve its Page Speed performance which has presented low in the analysis. Overall, Air Canada has performed well in the complete SEO audit.